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Скачать Scoring Points: How Tesco Is Winning Customer Loyalty бесплатно

25 апреля 2009 | Автор: Admin | Рубрика: Научная литература » Экономика | Комментариев: 0

Clive Humby, Terry Hunt "Scoring Points: How Tesco Is Winning Customer Loyalty"
Kogan Page | 2004-03-01 | ISBN: 074943578X | 276 pages | PDF | 1,2 MB

Launched in 1995, Tesco Clubcard is the world's most successful retail loyalty scheme. Since then, Tesco has transformed its relationship with its customers. Today, it is not only the United Kingdom's number one retailer, but also the world's most successful Internet supermarket, one of Europe's fastest growing financial service companies and arguably one of the world's most successful exponents of Customer Relationship Management (CRM). Scoring Points is the dramatic, previously untold story of how Clubcard was conceived, launched and developed. Clive Humby and Terry Hunt, two major influences behind Tesco's spectacular transformation, and Tim Phillips, a leading business writer and broadcaster, bring us a compelling behind-the-scenes account of Clubcard: the successes, the failures and the invaluable lessons learnt.

The authors show how Tesco made customer loyalty marketing work when almost every other loyalty programme failed. They give a vivid insight into why Clubcard enjoys unparalleled success and the benefits for Tesco and more importantly its customers. Scoring Points is one of the seminal marketing stories of the last decade. A fascinating tale of what can be achieved through vision, a strong team ethic and a company-wide commitment to customer satisfaction. It is an inspirational read for anyone in business.

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